PACIS 2022 Proceedings


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To build a competitive advantage, accumulating resources is an unachievable expectation. Incumbent companies can only strive for temporary advantages, and more companies would find themselves in adversity to struggle for survival. This research investigates how the ecosystem of MarTech scale-ups responds to various constraints with inadequate resources. Theoretically, combined with the current studies on resource making-do and resource construction, this research proposes another viewpoint of "opportunity identification" to enrich the repertoire of bricolage theory and emphasizes a series of value conversion through resources. When the value of resources could be converted, constraints would be redefined, resource construction would be meaningful, and the opportunities would be ready to break the constraints.



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